What is email marketing?
In its broadest sense, email marketing refers to any email sent from a company to a customer or potential customer. The email is usually targeted at a specific audience or group of customers with the goal of boosting conversions and revenue by providing valuable information.
Benefits of email marketing?
Email marketing is one of the cheapest sources of marketing that still delivers a large number of significant benefits. When used correctly, email marketing can help drive traffic to your website, increase leads, enable you to collect feedback and surveys, and ultimately improve sales. Email marketing also allows you to communicate with your audience, segment your audience so you reach the right people at the right time whilst also allowing you to schedule campaigns so they are sent at the most optimum time.
Email marketing best practices.
When it comes to email marketing there are some do’s and don’ts that you can implement to help generate more leads and better results. You should never purchase email contact lists, these recipients are unlikely to be interested in what you send and will result in lower open rates and your email is more likely to end up in junk folders which will hurt your reach in the future.
Where possible, you should personalise the email, include an email signature, avoid using ‘no-reply’ in the sender’s email address and clear, optimised subject lines and preview text.
It is also wise to regularly clean your mailing list as this will help limit the number of emails that end up in junk or spam.
Types of email marketing.
There are many different types of email marketing that all serve different purposes. When determining your email marketing strategy, you will need to establish what your goals are and this will help guide what style of email marketing will help you achieve them. Some of the most common types of email marketing includes:
- Welcome emails
- New content announcement● Product updates
- Confirmation emails
- Lead nurturing emails
- Event invitations
And so many more
Where to start with email marketing?
Before you start an email marketing campaign, you will need to create a strategy outlining what your goals are, how you are going to measure the performance of your campaign and who you are targeting.
Below is an outline of the steps you will need to take when setting up an email marketing campaign.